The Finger Lakes Regional Economic Development Council (FLREDC), one of 10 regional councils established by New York State to develop long-term strategic plans for economic growth for their regions, needed to brand their Upstate Revitalization Initiative (URI) plan which was in competition with other New York State regions for an award of $500 million in funding over five years. The established tagline was “Finger Lakes Forward: United for Success.” The mark developed as a ligature of the area abbreviation “FLX” for Finger Lakes. The double arrow creates directionality, recalls the common “fast forward” button, and avoids the diamond shape that a single arrow forms. Lock-up text decodes FLX for unfamiliar audiences. The FLREDC plan won Best Plan Awardee in 2015 securing full funding for the region.